Parsons School of Design
BFA Communication Design
Thesis 2015

Parsons School of Design
BFA Communication Design
Thesis 2015

Extending Graphic Zones
Crysta Leong

“Extending Graphic Zones” demonstrates how the appropriation of one consumer product’s graphic language, and all its cultural associations and the values they represent, may be applied to another. By applying different graphic ideas to a simple bottle from the skincare brand Cetaphil, this project explores how far a product’s visual identity can be altered without losing its symbolic value. Deploying both appropriation and misappropriation can test the limits of established identities, identifying what might be called an elasticity factor for a brand identity. How far can you push an identity before it breaks? Finding this limit is the function of the project. Displayed on each spread of the book format used to test the concept is the altered version of the bottle on the right and the left page lists qualities of the brand that is applied to the altered bottle. Can both be interpreted as a genuine Cetaphil product? A few variables are kept as constants, the color scheme and the bottle shape, so that as each face-front presentation is altered, one can interpret the aesthetics envelope. By applying the different identities from a variety of appropriated cultural spaces, the book is able to show that given products, skincare in this instance, do not necessarily have to rely on skin and beauty branding themes to be effective. Rather, they may actually find new expressions by allowing the identity to be more elastic. While this study is limited to Cetaphil, the same strategy could be applied across other industries, from services to products, from the ephemeral to the physical.

Carolina Acosta

Carina Adijanto

Kathryn Adkins

Rosa Antonieta Andia Pastor

Che Ying Au

Nadia Bakst

Kevin Ballon

Tess Barber

Mercedes Beach

Trey Bedingfield

Evan Bender

Jan-Luca Berger

Liz Bergesch

Gabriel Berrios

Bianca Rose Bono

Zoe Sarah Bortz

Margot Bravi

Harlie Brindak

Stefania Brusatin

Shamma Buhazza

Daniela M. Casado

Edgar Castro

Dahye Chang

Alicia Chen

Jiayi Chen

Taylor Childers

Sanjana Chimnani

Yerang Choi

Caroline Chriss

Gregory Conte

Rafael Cordoboa

Gina Marie Costa

Karen-Cristina Cruz

Rachel Darmody

Amanda DeGiuseppe

Brittany DiPeri

Dariel Ben Dominguez

Phoebe Feng

Mark Foss

Lindsey Frazier

Anais Freitas

Amanda Goldstein

MaryAnn George

Camille Gervais

Sarah Gonzalez

Jessica Griscti

Anissa Hanley

Christa Herchek

Albert Hicks IV

Deja Holden

Mu-Ti Huang

Cari Hume

Zachary David Hurley

Anushae Hussain

Nicole Ignacio

Lama Kaddura

Sul Kim

Ji Hyun Kim

Hyerin Kim

Sunghoon Kim

Green Kim

Felicitas Kofler

Joan Koo

Hannah Kramer

Taiji Kuroda

Jasmine Lam

Alex Lardaro

Liberty Leben

Victoria Lee

Jayne Lee

Stephanie Leone

Crysta Leong

Sara Li

Liza Littlefield

Christopher Lucero

Huy Luong

Briana Lynch

Rachel Mak

David Marte

Nelle McDade

Kelly Merole

Marie Mhina

Riho Mineta

Regina Morgan-Muñoz

Ayla El-Moussa

Baki Mumkaya

Summer Myung

Caroline Newton

Sofia Oom

Adrian Ortega Pedraza

Rusbeny Pichardo

Maria Putri

Auriel Rickard

Nancy Rivera

Simone Roark

Emalis Robateau

Hussain Salahuddin

Benjamin Sands

Ariel Saura

Taleen Setrakian

Wren Sieber

Phuong Tran

Hilary Tunstall

Ujvala Abirami Vemparala

Gosbinda Vizarretea

Claudia von Hillebrandt

Marcus Washington Jr.

Jocelyn Wu

Jasmine Yacoub

Brenden Ying

Horin Yip

Christelle YuanYuan Zhang

Katie Zheng